COORS LIGHT

According to Beer Marketer’s Insights, Coors Light grew every year from 2005 to 2012 (h’mmm...that’s when I worked on it), making it “easily the healthiest of the megabrands.” In 2011, it passed Bud to become the nation’s 2nd-largest beer brand.

Of course, “The World’s Most Refreshing Beer” is all about COLD. It was a challenge to reinvent cold every year—but, then again, that was the fun part. Here are just a few of the iterations. 

COORS LIGHT CAMPAIGN RESULTS: • Vaulted Coors Light to the #2-selling beer brand in the U.S.—ending Anheuser-Busch’s nearly 20-year streak of controlling the Top 2 spots

Sometimes, Coors Light knocks heat out cold—literally. In this radio campaign, Rocky Mountain Cold Refreshment went mano-a-mano with some very hot competition. 

"BAKER vs. HOT WINGS" :60 Radio
"O'BRIEN vs. HOT SUN" :60 Radio
"HICKS vs. HOT GRILL" :60 Radio
"CARTER vs. HOT GAME" :60 Radio

We did everything from NHL, NFL and NASCAR "Official Sponsorship" spots to new product innovations (like introducing those crazy beer labels that turn blue when the beer gets cold), did a takeover of the Addison Red Line stop at Wrigley Field (in Bud Light-dominated enemy territory), developed an interactive wall that "snowed" when you walked by, and wrapped a railcar to look like the Coors Light Love Train (in Minneapolis, shown here, and other cities).